40) of tweets talked about vaping as a way to quit smoking or in its place to smoking. The primary goal of our study was to describe the characteristics of vaping-associated advertisements on Twitter, a popular social media site with a largely young grownup following; 32% of Twitter customers are aged 18 to 29 years (10). A examine on the marketing of e-cigarettes on Twitter demonstrated that tweets about e-cigarettes were usually constructive and that marketing of those products on Twitter is frequent (11).

We build on that research by expanding our analysis to all vaping-related advertisements and characterizing the sorts of people who comply with novel vape devices-product marketers on Twitter. During December 2022, the 5 high-promoting e-cigarette brands had been Vuse, JUUL, Elf Bar, NJOY and Breeze Smoke, respectively, vape devices with Elf Bar rising as the top-selling Disposable Vape model within the United States. Elf Bar (now marketed as EBDESIGN) was the top disposable model reported amongst a sample of youth (aged 16-19) in the United States in August 2022, and was accountable for driving recent, sharp will increase in e-cigarette use amongst youth (aged 16-19) in England.

Based on this initial examination, all tweets have been then coded for the next themes: 1) the usage of coupons, price discounts, free giveaways, or contests, 2) mentions of e-juice flavors, 3) mentions or displays of picture(s) of colorful Vape Store pen(s), or 4) mentions of utilizing Vape Shop merchandise as a way to quit smoking or premium e-liquids as a healthy alternative to smoking. Some cigarette smokers do want to initiate vaping to assist them give up (17); in these cases using online promotional incentives to take care of the accessibility and affordability of vaping products may very well be deemed worthy.

The primary goal of our research was to explain the characteristics of vaping-associated commercials on Twitter. Using crowdsourcing companies, we recognized vaping-related ads in a random pattern of 5,000 tweets. These tweets have been faraway from evaluation to avoiding skewing the sample by overrepresenting the codes for Discount E-liquid coupons or vaping-associated handles. Of those, a random pattern of 5,000 was drawn by using SAS proc surveyselect (SAS Institute, Inc) to be examined by way of content material evaluation.

It's therefore essential for these in tobacco management to become educated concerning the advertising practices of vaping-product firms, particularly on social media the place younger people can easily view content material. Third, a comprehensive examination of the content material contained within the external hyperlinks would have added to the general understanding of how vaping is being advertised online, but that degree of analysis was exterior the scope of our research.

This study had several limitations.